Audible is competing in an ever-crowding audio market, so a new campaign is aiming to boost listenership of the Amazon-owned purveyor of audio books, magazines, programs and more.
The company is asking people to ‘Listen For a Change’ in a campaign created by Mcgarrybowen New York.
The anthem spot opens with a voiceover asking, “What would it look like if we listened more? Could the right voice, the right words, bring us all just a little closer? Get us to open up? Even push us further? It could, if we took the time to listen.”
The messaging continues in separate stories touched upon in the anthem. In ‘Subway’, a young man riding the subway gives up his seat to a female passenger while listening to a passage of The Awkward Thoughts of W. Kamau Bell, discussing the power of change.
In ‘Review,’ we see a young female in a work review session with her supervisor being told that her male colleague will be taking the lead on a project. She puts in her earbuds and becomes empowered to go back into her supervisor’s office after listening to The 5 Second Rule where Mel Robbins states, “Success is a numbers game, and you’re not going to win if you keep waiting.”
‘Drop Off’ sees a mother picking up her teenage daughter, who is dealing with typical high school drama with friends. As the disappointed daughter gets in the car, mom turns on Let’s Pretend This Never Happened on the ride home, where Jenny Lawson says,”...pretty much everyone hates high school. It’s a measure of your humanity, I suspect. If you enjoyed high school, you were probably a psychopath or a cheerleader. Or possibly both.”
The tagline of the campaign is: “The most inspiring minds, the most compelling stories. Download Audible, and listen for a change.”
See the spots by clicking on the Creative Works box below.